09.30 Opening remarks from chair
Dr Mary Gilsenan, Head of Regulatory Services, Leatherhead Food Research
A critical assessment of the current situation and how the industry must react
09.40 Investigating the successes and failures of 2010 and what critical advice you need for the next 6-12 months
• Outlining initial failures and learning from common pitfalls
• Clarifying health claims regulations surrounding salt, sugar and fat levels in foods
• How have the dynamics of the industry changed?
Prof. Nino Binns, NB Consulting & Visiting Professor in Nutrition at the University of Ulster, Neways
10.20 Pinpointing the current consumer trends to direct your health claims strategy
• Choosing the right battles – ensuring you have the right product strategy
• Defining the assumptions – what are the hot health products for the next 6-12 months?
• Understanding what the consumers value to help direct your NPD and marketing
• Defining the ‘average consumer’ for better understanding of rules and regulations
Inga Koehler, Senior Consultant, Analyze and Realize
11.00 Refreshments and Networking
| | Track A The EFSA route In-depth practical guidance to help you tick all the boxes of health claim regulation
| Track B The Non-EFSA route Implementing alternative solutions that still deliver a positive and healthy messages about your products
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11.30 | Opening remarks from chair
Dr Mary Gilsenan, Head of Regulatory Services, Leatherhead Food Research
| Opening remarks from chair |
11.40 | Ensuring you have the right research and testing processes in place - A best practice guide to successful health claim research
• Outlining clear research goals with a pre-trial plan – get your health claim off to the perfect start
• Meeting the high standards needed during and after the testing process to submit a successful claim
• Clarifying the quality and quantity of results needed to complete a claims dossier
• Avoiding a rejection – what are the common pitfalls and what have we learned so far? Dr Christophe Ripoll, VP and R&D Director, Naturalpha
| Utilising natural as a softer approach to health claims challenges?
• Examining at the few natural health claims to make it through the EFSA’s net
• Defining the term ‘softer claims’ and demonstrating the successful examples
• The pros and cons of softer claims – is this the best solution for you?
• Demonstrating best practice in communicating softer claims to the consumer
Jeroen Wiskerke, Sales Manager Northern Europe, Innova Market Insights
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| 12.20 | Case Study: Application for health claim for improved iron absorption and Lactobacilius plantarum 299v Niklas Larsson, Research Director, Probi AB
| Panel Discussion
Analysing the regulations behind soft health claims and discovering exactly what you can and cannot say
• Assessing the key differences between health claims and softer claims from a legal point of view
• Allaying concerns over the impending rulings regarding front-of-pack nutrients and presenting how through proper labeling there is no cause for concern
• Developing a standardized set of criteria to curtail consumer confusion over label claims while maintaining freedom to market positive healthy benefits
Natasja de Splenter, Senior Associate, Baker & McKenzie CVBA
Sebastian Romero Melchor, Managing Partner, Food Law Consultant
Sabine Heyman, Secretary General, Naredi |
| 13.00 | Lunch |
14.00 | Case study: Learning from a rejected claim to help improve your health claims strategy
• The background to our claim
• Investigating the aftermath – what went wrong?
• What have we learnt? What is our strategy going forward?
Dr Igor Pravst, Head of Health and Nutrition Claims Support Unit, Nutrition Institute
| Withdrawing from the health claims process: analysing the key reasons behind a shift in strategy
• Investigating research that health claims can negatively impact on perceived naturalness and tastiness
• Banishing the idea of the ‘healthy halo’ – let the quality of your products speak for themselves
• Lobbying for more information from the EFSA regarding alternative suggestions for claims, totality of evidence and considering submissions collectively
• Deciding on the future strategy – keeping the door open for health claims while looking at different options going forwards
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14.30 | Competing against the giants: how can smaller and medium sized companies submit successful claims?
• Submitting claims on a tighter budget, what are the options?
• Improving clinical trials over time – the salami technique
• Exploring the use of outsourcing and volunteering as alternatives throughout clinical trials
Dr. Kirsten Brandt, Senior Lecturer, Food Quality and Health Research Group, School of Agriculture, Food and Rural Development, Newcastle University
| Panel Discussion
Using inherent nutrition and softer claims to launch a successful product
• Analysing the potential cost savings in not submitting health claims
• Looking at the inherent nutritional benefits of your ingredients and using this as the foundation to a successful product
• The back to basics approach: succeeding because the concept of fruit and vegetables being healthy is easy to grasp
• Aligning your products with ‘naturalness’ and healthiness
• Marketing the inherent goodness with innovative product launches for maximum exposure to the consumer
Jeroen Wiskerke, Sales Manager Northern Europe, Innova Market Insights
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15.00 | Case study: Leveraging your successful claim for competitive advantage: what to do next?
• Finalizing the necessary final steps with the European Commission
• Exploring all the necessary channels and how to communicate a successful claim to the world
• Pushing your advantage – should you re-think your position in the market?
• Thinking ahead – putting more health claims in the pipeline
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15.30 Afternoon refreshments and networking
Where does the food industry go from here?
16.00 Panel discussion
Weighing up the different options to take health claims into 2011
• Investigating the possible outcomes from the EFSA summit in June and how the process may potentially change
• What if the summit highlights nothing new? Where can the industry go?
• As natural benefits and simpler, authentic foods are more in fashion are functional health claims in danger of becoming a dying breed?
• Is there a proven distinct advantage for successful health claims products over softer claims or unsuccessful products
Stoffer Loman PhD, Senior Consultant Nutrition and Health Sciences & Communication, Nutriclaim
Inga Koehler, Senior Consultant, Analyze and Realize
Plus half-day workshop showing you exactly how to write a successful health claims dossier. Click here to book both the conference and workshop or see the Workshop agenda page for more details
